Marketing Mix Fundamentals prepares you for arguably the most important stage of bring your product to market - how and where are you going to market it? It sets out a detailed introduction to the four P’s of Marketing (Product, Pricing, Place and Promotion), this course forces you to strategically analyze your product and/or service.
提供方
营销战略 专项课程IE商学院课程信息
50,534 次近期查看
学生职业成果
80%
完成这些课程后已开始新的职业生涯
57%
通过此课程获得实实在在的工作福利
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 3 门课程（共 5 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
完成时间大约为9 小时
英语（English）
字幕：英语（English）
学生职业成果
80%
完成这些课程后已开始新的职业生涯
57%
通过此课程获得实实在在的工作福利
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 3 门课程（共 5 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
完成时间大约为9 小时
英语（English）
字幕：英语（English）
提供方
IE商学院
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
教学大纲 - 您将从这门课程中学到什么
完成时间为 2 小时
Product and Product Policy
At the end of this module, you will understand the elements that encompass a product, including levels, lines and life cycles of a product. You will also understand the role it's life cycle plays in developing a winning product strategy, as well as various ways to categorize products/services.
完成时间为 2 小时
10 个视频 （总计 59 分钟）, 6 个阅读材料, 1 个测验
10 个视频
Marketing Warfare: Intro to the Course5分钟
What is a Product? Product Definition and Product Levels8分钟
Product & Service Decisions4分钟
What is a Brand?7分钟
The Product Life Cycle6分钟
Planned Obselescence6分钟
Product Strategy Matrices: BCG Matrix7分钟
Product Strategy Matrixes: McKinsey/General Electric Matrix7分钟
Product Strategy Matrices: Ansoff Matrix5分钟
6 个阅读材料
Product Life Cycle Stages10分钟
Planned Obsolescence10分钟
Here's the Truth about the Planned Obsolescence of Tech10分钟
BCG Classics Revisited: The Growth Share Matrix10分钟
Enduring Ideas: The GE-McKinsey Nine-Box Matrix10分钟
Product Policy: 6 Essential Components of a Sound Product Policy10分钟
1 个练习
Graded Quiz30分钟
完成时间为 2 小时
Price and Pricing Policy
At the end of this module you will have taken away an overview of price and the various factors that affect it. You will also be able to use various approaches to strategically price products and services.
完成时间为 2 小时
6 个视频 （总计 48 分钟）, 2 个阅读材料, 1 个测验
6 个视频
The Emergence of Internet Pricing9分钟
Internal Factors Affecting Price Definition7分钟
External Factors Affecting Price Definition8分钟
General Pricing Approaches 1: Cost-Based6分钟
General Pricing Approaches 2: Value-Based7分钟
2 个阅读材料
Methods to Price Your Product10分钟
Pay-per-laugh: Customers charged exactly for what they "consume"10分钟
1 个练习
Graded Quiz30分钟
完成时间为 2 小时
Channel Management and Retailing
At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.
完成时间为 2 小时
10 个视频 （总计 66 分钟）, 3 个阅读材料, 1 个测验
10 个视频
Key Factors in Designing a Distribution Channel6分钟
How to Manage Channels and Resolve Conflict5分钟
The Nature of Trade Marketing4分钟
How is Trade Marketing Evolving?5分钟
Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH)13分钟
Important Developments in Retailing6分钟
Retail Strategy and Multichannel Retailing5分钟
Global Growth Opportunities and Entry Strategies6分钟
The Emergence of Online Retail Channels6分钟
3 个阅读材料
Strategic Channel Design10分钟
Three Rules for Buiding the Modern Retail Organization10分钟
Recommended Reading: Levo/Weitz: ¨Retail Management¨, McGraw Hill, 9th Edition Content10分钟
1 个练习
Graded Quiz30分钟
完成时间为 3 小时
Marketing Communications
At the end of this module you will be able to construct and manage your own Marketing Communication Mix, after having understood its role and importance in the Marketing Mix as a whole. You will also know how to construct, manage and evaluate advertising and media promotion.
完成时间为 3 小时
13 个视频 （总计 111 分钟）, 5 个阅读材料, 1 个测验
13 个视频
Developing Effective Communications9分钟
Establishing the Marketing Communications Budget8分钟
Deciding on the Marketing Communication Mix8分钟
Managing the Integrated Marketing Communications Process4分钟
Expert Interview: José María Rull, President and CEO of DDB Spain13分钟
Managing Media and Evaluating Effectiveness7分钟
Developing an Advertising Program10分钟
Sales Promotion, PR, Events and Experiences8分钟
Direct and Interactive Marketing8分钟
Developing the Sales Force5分钟
Expert Interview: Gabriel Saenz de Buruaga, Founder and Co-CEO of WINK, Transforming Through Digital18分钟
Trailer: The Marketing Plan50
5 个阅读材料
Recommended Reading: Designing and Managing Marketing Communications10分钟
How Advertising Works: What Do We Really Know?10分钟
Managing Brands for the Long Run10分钟
A Strategic Perspective on Sales Promotions10分钟
Recommended Reading: Integrated Advertising, Promotion, and Marketing Communications10分钟
1 个练习
Graded Quiz30分钟
审阅
来自MARKETING MIX FUNDAMENTALS的热门评论
由 AB 提供Aug 25, 2020
Superb way of teaching and got to learn about many retail business and more marketing technique. But felt difficult in understanding English slang.
由 YP 提供Sep 6, 2020
Good Course for 12th Grade students which could be valuable for a preview on this topic,but nothing to worry,just the basics
由 CG 提供Jun 23, 2019
its a very crucial subect in marketing and i am happy thet i have got more knowledge about marketing mix fundamental
由 GS 提供Apr 30, 2020
this course was really interesting i learned lot from this and happy to share feedback for this awesome experience.
关于 营销战略 专项课程
Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start?
常见问题
我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
- 课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
- 课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
Is financial aid available?
是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
完成课程后，我会获得大学学分吗？
此课程不提供大学学分，但部分大学可能会选择接受课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
还有其他问题吗？请访问 学生帮助中心。
